My understanding is that the industry doesn't market bikes to the professional competitive cyclist and that the professional competitive cyclist does not procure their bikes in the same manner that the non-professional Joe Public would - I made the exception primarily because the professional is outside of that marketing process.Puts on nit-picking hat.
Why only the professional scene? There are a lot of extremely competitive amateurs.
Also, the requirements of the professional competitor are pretty much a "given" - it's black and white - whereas there's a whole spectrum on the amateur side of things from Olympian down to Strava chaser - there's a whole debate there that I didn't want to get into partly because I didn't consider it pertinent to the point (of marketing pigeon-holing) but more of a digression.